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Wrapping Content in a
    Community
         Transforming mass media
             into social media
Social media growth
versus traditional media
Social media growth
versus traditional media
Social media growth
versus traditional media
Social media growth
versus traditional media
Social media faux pax
Social media faux pax
Mass media focuses on celebrity not
engagement
Social media faux pax
Mass media focuses on celebrity not
engagement
Mass media doesn’t know the difference
between ‘provocative’ and ‘thought
provoking’
Social media faux pax
Mass media focuses on celebrity not
engagement
Mass media doesn’t know the difference
between ‘provocative’ and ‘thought
provoking’
Mass media focuses on building a network
of free labour instead of relationships
‘Giving a voice to the
   already voiced’
‘Giving a voice to the
   already voiced’
Looking for an argument?
Looking for an argument?
Your community is a pub
Is your pub Cheers? Or...
Is your pub Cheers? Or...
If you build a
boxing ring,
people are going
to fight.
     Tom Steinberg,
      MySociety.org
Connection, not just
 ‘crowd-sourcing’
Connection, not just
 ‘crowd-sourcing’
The old model
 Publisher

        Creates

 Content

        Reacts

 Audience
The New Model
User engagement cycle
                                               Casual
                                                   (Just stopping by)




Catalyst
(Identifying as Guardian Readers,
                                                                                     Connected
                                                                                      (Signing up and engaging in light
 telling other people, linking to or
                                                                                                interaction)
        blogging about us…)




                                       Committed
                                       (Signing in because of personal benefit and
                                       engaging in heavy interaction)
User engagement cycle
                                               Casual
                                                   (Just stopping by)




Catalyst
(Identifying as Guardian Readers,
                                                                                     Connected
                                                                                      (Signing up and engaging in light
 telling other people, linking to or
                                                                                                interaction)
        blogging about us…)




                                       Committed
                                       (Signing in because of personal benefit and
                                       engaging in heavy interaction)
User engagement cycle
                                               Casual
                                                   (Just stopping by)




Catalyst
(Identifying as Guardian Readers,
                                                                                     Connected
                                                                                      (Signing up and engaging in light
 telling other people, linking to or
                                                                                                interaction)
        blogging about us…)




                                       Committed
                                       (Signing in because of personal benefit and
                                       engaging in heavy interaction)
User engagement cycle
                                               Casual
                                                   (Just stopping by)




Catalyst
(Identifying as Guardian Readers,
                                                                                     Connected
                                                                                      (Signing up and engaging in light
 telling other people, linking to or
                                                                                                interaction)
        blogging about us…)




                                       Committed
                                       (Signing in because of personal benefit and
                                       engaging in heavy interaction)
User engagement cycle
                                               Casual
                                                   (Just stopping by)




Catalyst
(Identifying as Guardian Readers,
                                                                                     Connected
                                                                                      (Signing up and engaging in light
 telling other people, linking to or
                                                                                                interaction)
        blogging about us…)




                                       Committed
                                       (Signing in because of personal benefit and
                                       engaging in heavy interaction)
Beyond social networking
Beyond social networking
          Casual
           Bookmarking
              Tagging
          Adding to Group
           Attention Data
Beyond social networking
          Casual
           Bookmarking
              Tagging
          Adding to Group
           Attention Data




                            Connected
                              Commenting
                                Rating
                                Voting
                               Endorsing
Beyond social networking
            Casual
             Bookmarking
                Tagging
            Adding to Group
             Attention Data




                                Connected
                                    Commenting
                                      Rating
                                      Voting
                                     Endorsing




        Committed
                   UGC
                Soulmates
        Tools for Content & Users
            Social Site Skills
                 Profiles
Beyond social networking
                              Casual
                               Bookmarking
                                  Tagging
                              Adding to Group
                               Attention Data



    Catalyst                                      Connected
     Networking tools
      Blogging tools                                  Commenting
   Networked journalism                                 Rating
                                                        Voting
                                                       Endorsing




                          Committed
                                     UGC
                                  Soulmates
                          Tools for Content & Users
                              Social Site Skills
                                   Profiles
Beyond social networking
                              Casual
                               Bookmarking
                                  Tagging
                              Adding to Group
                               Attention Data



    Catalyst                Attention Connected
     Networking tools
                                        Commenting
      Blogging tools
   Networked journalism
                                &         Rating
                                          Voting
                           Reputation    Endorsing




                          Committed
                                     UGC
                                  Soulmates
                          Tools for Content & Users
                              Social Site Skills
                                   Profiles
Social media
editorial strategies
Social media
 editorial strategies

Open up to audience
Social media
 editorial strategies

Open up to audience
Involve the audience in meaningful ways
Social media
 editorial strategies

Open up to audience
Involve the audience in meaningful ways
Tap into the wisdom in the crowds
‘Wrapping content in a
community’
Open up to your audience
Open up to your audience
Connecting with Twitter
Building a community of contributors
Wisdom in the crowds
Podcasting live fleeing a Cat 5
Real voices
Real voices
Editorial creativity
Go to the conversation
Go to the conversation
What’s stopping you?

How many
psychiatrists
does it take to
change a light
bulb?
One...but the light bulb
has to want to change
With thanks to ...
Flickr photos Some Rights Reserved

  the main (boxing) by dickuhne

  an idea (the light bulb) by aloshbennet

  massive change by 416style

From icanhascheezburger.com
  leef I alonze by Brad
Kevin Anderson, Guardian blogs editor
   kevin.anderson@guardian.co.uk
         blogs.guardian.co.uk
         strange.corante.com

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